Consistently reaching your target audience can be a difficult goal to achieve without conducting the necessary research. Market research has been used as a huge tool in determining target audience as well as what gets people motivated to purchase services or products. As technology continues to expand, more people see businesses who use technology as more modern and credible. While this may or may not be true, there are many modern day tools and technologies that can help marketers conduct research and reach their target audience.
Advances in Market Research
Market research has been a popular tool for marketers for the last several decades. Advances in technology have modified many classic industries, and while market research remains a strong industry, it is also facing some changes. Virtual reality (VR) is changing the way marketers conduct research by not only allowing businesses to observe consumer behavior, but by presenting them with the ability to study their audience in greater depth than has ever been available and at a more affordable rate than ever.
Market research is considered an integral tool in the success of many businesses. It is difficult to refine market strategies and to reach target audiences without dedicating time to understanding the consumer and what it is about your products that attracts certain kinds of people. Market researchers are now using VR to see how participants interact with their surroundings during tests. VR in market research gives consumers the opportunity to easily inspect products and return them to the shelves, which increases marketers ability to study shopping behaviors.
This helps to collect data about consumer behavior more accurately. Some VR software is able to track eye movement which can provide insight about what piques human interest. Simulations are also able to provide the information necessary to analyze shopping behaviors like viewing time, store navigation, category dwell time, product choices, and depth of interaction. In simulations, variables like product prices and packaging can be adjusted to determine what changes influence decision making.
Technology and Target Audience
Understanding how to conduct market research can be the difference between a business that takes off and one that doesn’t because successful marketing is constantly adapting to culture. To reach their target audience, marketers must present themselves to the masses in stylish and tactful ways that establish confidence and trust. It’s also important to listen to research; data shows that including graphics in content results in increases in blog traffic, social media engagement, visitor-to-lead conversion rates and inbound customer acquisition.
Content marketing has been one of the most important forms of marketing for several years now and continues to be extremely effective. According to an article by the American Graphics Institute, “…Content marketing will remain a key digital marketing tool for companies over the next two to five years.” Visual elements such as photos, videos, animation and infographics are becoming essential to content marketing success. As creative technology continues to advance, marketing teams must continue incorporating the newest tools in their campaigns.
There are constant trends in market research, as marketing teams discover new marketing tools while looking for new ways to captivate their audiences. Startups often release new softwares that are meant to facilitate the process of organizing and creating marketing content, which can be time consuming. Although content marketing can be a lot of work, being open to new technology means being open to what your audience is likely accepting as part of their day to day lives and attracted to as modern culture in society.
By remaining open to new advancements and possibilities, businesses set themselves up to reap the benefits of opportunities from successful content marketing. Virtual reality has a long way to go before it can join the ranks of mainstream marketing tools but it is making strides and will be a technology that inevitably seeps from the top marketing campaigns to the rest. Reaching your target audience and giving them the content and products they want to see requires connecting on their level and understanding what each of you bring to the table; technology and market research expertise can help discern these details.
Avery T. Phillips is a freelance human being with too much to say. She loves nature and examining human interactions with the world. Comment or tweet her @a_taylorian with any questions or suggestions.